YouTube is synonymous with the rise in online video consumption, but is the consumption of premium content normally found on TV the most interesting development for brand advertisers? Photograph: YouTube

The growth in online video advertising is getting the industry talking, as viewers go online to access content that was only previously available on broadcast or satellite TV channels. Advertisers are following suit and research from the IAB UK says advertisers spent an astonishing 1,300% more on mobile video than a year ago.

For advertisers, this increase in premium video content available to advertise against has also come with the opportunity to buy advertising in more complex ways, using technology seen in the display market such as behavioural data and automation to make ad transactions.

For suppliers and media owners, online video has shown potential to bring more brand advertising spend to digital platforms that previously only appealed to direct response advertisers.

So what does this say about the future of advertising?

Emarketer predicts online video ad budgets will increase, but will this growth continue exponentially or eventually plateaux, and what are the hurdles standing in the way of the maturity of the category?

On Tuesday 10 December at 2pm GMT we'll be hosting a live web chat (taking place in the comments below) which will bring together Media Network members to discuss the issue.

To take part on the day, simply click the link in the comments section to sign in and join us here at 2pm GMT on Tuesday 10 December. Feel free to share your thoughts on this topic ahead of time in the comments section below and through Twitter using the hashtag #GMNliveChat.

As part of this discussion we'll ask:

• Who will be the winners and losers as a result of this shift in ad spend?

• How will the issues of measurement, viewability and fragmentation be resolved and how will this 'clash of civilisations' between web ad-tech and TV ad-tech unfold?

• What are the best practices we can learn from successful interactive online video campaigns? How are marketers linking creative and media planning together in using thing relatively new medium?

• How are the boundaries changing and how are the distribution models changing for 'viral' branded content and TV ads that cross-over into online?

• What do the changes in our attention spans mean for online content? – (we are both easily distracted and able to binge watch)

• What does John Lewis's 'Hare and Bear' mean for the dawn of the year of branded content?